Chinese electric vehicle (EV) makers like BYD are facing a stark reality as they expand into Southeast Asia. Despite the region’s growing middle class, the high cost of EVs, unreliable charging infrastructure and regional brand preferences create significant barriers.
At a BYD showroom in Hanoi, the lack of consumer interest contrasts sharply with the success of VinFast, a local brand that has outpaced Chinese rivals. BYD is targeting Southeast Asia’s younger demographic, but its high-priced models and limited charging stations make it challenging to attract buyers.
Experts say that the Southeast Asian market is much more complex than China’s, requiring automakers to navigate different cultures, languages and regulations. Although China’s EV market share is projected to grow to 13% by 2030, it will be a gradual process, and the appetite for EVs in the region is still growing.
With strong local loyalty and government support, local brands like VinFast dominate markets like Vietnam. In other countries like Thailand and Indonesia, consumer interest is still low, with factors such as price and charging accessibility preventing widespread adoption.
As Chinese automakers, including BYD and Chery, expand production in the region, they face a long road ahead in overcoming these challenges.
